positive intent, which serves as the very foundation from which all human beings make their decisions. In other words, human beings don’t buy things that they think will make their lives worse; they buy things that they think will make their lives better. However, the operative word here is think. You see, just because someone has positive intent

“And, by the way, this is where some really great stuff happens—when you’re actually off the straight line, right in those spaces. In fact, there’s not one, but two absolutely crucial things happening here. “First, you’re developing immediate, massive rapport, on both a conscious and unconscious level; and second, you’re gathering massive

That’s why the Straight Line System is as much about becoming an expert listener as an expert talker. However, to truly become an expert listener, you first need to learn how to take immediate control of the sale. There’s simply no other way. The million-dollar question is how?

If you’re perceived the right way—that you’re sharp as a tack, enthusiastic as hell, and an expert in your field—then the prospect will defer to you and let you take control of the sale.

3 Third, you’re an expert in your field—an authority figure and a force to be reckoned with. From the time they’re old enough to walk, people are taught to respect and listen to authority figures. In sales situations, I convince the prospect that I am a highly competent, ultraknowledgeable professional by coming off as a world-class expert in my

Logical certainty is based primarily on the words you say. For instance, does the case you’ve made to the prospect add up on an intellectual level? I’m talking about the actual facts and figures, the features and benefits, and the long-term value proposition, as it relates specifically to that prospect.

It’s really quite simple: if your prospect doesn’t trust the company you work for, then there’s absolutely no way they are going to buy from you—so long as you continue to work there, or until you can convince them otherwise. And, again, I don’t care how certain they are about the first two Tens. They will simply not buy from you if they think the

On the flip side, emotional certainty is based on a gut feeling that something must be good. Once it hits us, we feel a craving inside that simply must be fulfilled, even if there’s a heavy price to pay for fulfilling it. Unlike logical certainty, emotional certainty has to do with painting your prospect a picture of the future where they’ve bought

1 First, you’re sharp as a tack. If they don’t think that you’re sharp as a tack, you’re wasting their time. You must come across as someone who’s totally on the ball, a born problem-solver who is definitely worth listening to because you can help them achieve their goals. In essence, you have to sound and act like someone who can help the prospect